by Malay Shah
on Jun 9th, 2008

Survey: Top Marketing Trends and Concepts in 2008

The first annual survey of Marketing Executives Networking Group (MENG), a nearly 1,700-member organization of marketers at a VP-level or higher, sought to identify the top marketing trends in 2008.

The survey focused on top marketing concepts, buzzwords, global areas of opportunity as well as the books that marketers look to for inspiration and growth opportunity.

Marketing Concepts

  • “Marketing basics” was the concept of greatest interest to marketers (60% rated it “Very Important”). The term includes specific concepts such as customer satisfaction, customer retention, segmentation, brand loyalty and ROI.
  • Search engine optimization (42%) had relatively wide appeal, and cut across marketers in all fields.
  • “Green Marketing” (32%) was another important emerging concept – and it was identified as the trendiest marketing buzzword.

Global Issues

China is viewed as the region with the best future opportunity (52%); India is a distant second (20%).

Global Opportunities
  • Fewer marketers saw other regions, such as Eastern Europe, Western Europe, Latin America, Brazil, Russia and India as comparable opportunities.
  • Regarding outsourcing/offshoring, the majority of marketers (77%) reported that their companies do not offshore any part of the marketing function.
  • Half of senior marketers are not in favor of offshoring any part of the marketing function, while just under a quarter views it favorably.
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